Jaclyn Sienna India started her boutique travel concierge, Sienna Charles, in 2008 with the mindset of “fake it until you make it.” Initially, when she received calls from potential clients requesting trips to places like Disney or New Jersey, she felt compelled to pretend that her services were fully booked and reserved for high-net-worth individuals, even though she had no clients at the time.
Fast forward sixteen years, and her strategy has paid off. India now counts former President George W. Bush and celebrity Mariah Carey among her clients, who typically have annual incomes exceeding $100 million. But what distinguishes India’s services from what her wealthy clients can achieve on their own?
India emphasizes that success in her business comes from genuine care and personal connections. Drawing from her five years of experience as a server, she notes the importance of understanding what people want and paying attention to their needs. Her extensive network includes over 2,000 contacts within the hospitality industry, which allows her to create unique travel and dining experiences for her clients.
Her clients communicate their desires, and India claims to excel in interpreting these visions. While she has the ability to access glamorous venues, her priority is the quality and authenticity of the experience rather than just luxury. For instance, she feels that while the French Laundry restaurant in Napa is renowned, it doesn’t excite her, and instead she offers alternatives that she finds to be more engaging.
India’s approach results in one-of-a-kind events, such as arranging private dinners in Versailles and brunches on the Arc de Triomphe. She often combines meals with opportunities to meet notable individuals, having organized breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, she also understands the importance of simple comforts. When arranging travel for President Bush in Ethiopia, she ensured he had familiar items like peanut butter and non-alcoholic beer, along with a warm reception from local children.
India believes in connecting with everyone around her, from cab drivers to restaurant staff, to curate the most interesting experiences for her clients. She maintains that luxury is only one aspect of travel; her clientele seeks authentic experiences that resonate on a personal level.